Jacquemus: Turning Ordinary Spaces into Iconic Moments

1. The Campaign

What: Jacquemus came to Selfridges to turn the space into an exhibition-like space painted in baby blue, inspired from Simon Porte Jacquemus’ own minimalist French luxurious bathroom.

When: May- June 2026 to present their Summer collection

Where: London, Selfridges

Target Audience: French fashion enthusiasts and regular high-end fashion shoppers that are looking for an authentic experience.

2. Why it caught my attention

What immediately caught my attention was that the installations felt like modern art rather than advertising, showcasing ordinary items, such as the bathtub, into an editorial light. The space invited for more than window-shopping; it demanded presence and participation. It created a memorable space, aesthetically pleasing through its minimalism and colour pallete, playful and repostable.

3. Brand Context

Jacquemus is a brand known for experimenting with fun shapes and dimensions, colours and bold, immersive visual campaigns. It embodies the spirit of the South of France, while mixing a modern style with Mediterranean elements. The French Riviera has always been defined by art, quiet luxury and a laissez-faire style of living, which are consistently expressed in Jacquemus products and campaigns.

4. Strategic Insight

Jacquemus understood perfectly that

Consumers don’t buy products anymore. They buy experiences.

In a world where fashion is increasingly diversified and accessible and consumers are flooded by advertisment, brands need to go above and beyond to grab attention. Jacquemus created a free exhibition in London, blending the city’s artistic core with the brand’s ethos, reflected through the use of playful shades of blue and French details.

Making the space immersive creates the feeling of an alternate surreal space, where customers feel that they interract with the brand rather than watch from a distance. The arrangement is also very aesthetic which makes it highly postable, resulting in free advertisment and engagement through the audience

5. Why it worked

Cultural relevance

The exhibition is culturally relevant because:

(1) It uses blue, a statement colour for many Summer 2026 collection which also symbolises the sea, pools and Côte d’Azur.

(2) It’s minimalist, which is one of the most popular styles today, while also being vibrant and not boring.

(3) It uses experiantial marketing to create an impressive display out of ordinary elements, glamourising and romanticisizing banal every day items.

Media strategy

(1) The space is colourful, geometrical and minimalist, making for a display that people will want to photograph and bring their friends to.

(2) It was very recongnisable on social media due to its shade of blue and overall aesthetic.

(3) Experiantial marketing tends to receive higher earned media and overall coverage of the topic.

Brand consistency

This campaign idea is not entirely unheard of, however the execution is unique for Jacquemus and couldn’t be replicated in the exact same way by other brands. As Jacquemus is coming from the South of France and it focuses on Mediterranean motifs and playful shapes and colours, it’s brand identity couldn’t be replicated by another fashion house, hence the campaign could not look the exact same. This is what makes it successful, that it’s identifiable and it makes its audience feel closer to the product.

What I learned

I’ve learned that people want ads that don’t feel like ads, but rather as experiences or immersions into a world modelled based off the brand. This is an ambitious type of campaigning, but if done correctly it can bring unprecedented audience and earned media.

7. If I were on the strategy team...

I really like the execution and I would not change much other than that I would have put a little bit more soul into some elements to allude more to Southern France culture. The exhibits could feel a bit cold at times and for the audience that doesn’t follow press, it might not have been clear that what they were witnessing was Jacquemus’ French bathroom.

8. Final Takeaway

Jacquemus proves that the most memorable campaigns do not interrupt people's lives, but invite them into a brand's world. By transforming an ordinary retail space into an immersive, culturally rooted experience, the brand turned a summer collection into a destination, generated organic conversation, and reinforced its Mediterranean identity. In an era where attention is earned rather than bought, creating experiences people genuinely want to share can be more powerful than traditional advertising.